At the annual conference of the American Society for Public Administration in Las Vegas on March 4, 2012, JD Lasica and Chris Abraham of Socialmedia.biz will be giving a Super Session on social media strategy for public sector managers and employees. This presentation covers topics such as the importance of a social media strategy, metrics, SEO, keywords, Gov 2.0 sites, and lots more.

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Revolutionizing revolutions• Egypt: 18 days from Facebook-organized protest to Mubarak’s fall• Facebook group One Million Voices Against FARC mobilized 10 million people to march against FARC in hundreds of cities in Colombia• Different outcome in Iran & Myanamar

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2 . L AY T H E G R O U N D W O R KBefore you plunge in ...• Understand that social media is a series of stages: crawl, walk, run, ﬂy• Do you have a social media policy or guidelines?• Do you have a Strategic Social Media Plan in place?• Have you deﬁned a clear theme?• Are you listening to your constituents & community?• Have you built a program before you turn to a campaign?• Have you identiﬁed and trained your team members?• Do you have buy-in from top management?

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Begin with a strategy Elements of a Social Media Action Plan:360 assessment of socialmedia capabilitiesSpell out business goalsIdentify online communityProposed use of socialtools & platformsLay out metrics programRecommendations onexpanded capabilitiesCompetitive/peer analysis

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E S TA B L I S H G O A L SHow can you use social media?• Raise public awareness of your program or cause• Reach new constituents & supporters• Involve the community in decision-making• Build a community of passionate champions• Get people to take real-world actions• Enhance existing communications programs• Raise funds for a cause• Advance your organization’s mission

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Map goals to metricsGoals KPIs to measure• Grow email list # newsletter subscribers• SEO: Increase online visibility increase in trafﬁc or linkback #s• Increase comments on blog avg. # comments/post• Increase positive mentions of mentions or pick-ups in blogs organization or program & social networks• Have visitors stick around stick rate, bounce rate• Make our content more viral # of shares• Get people to take action # of petition signatures• Get people to attend event # of registrants, year over year

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New metrics of engagement Beyond page views "We dont really care about page views as much as we care about comments. If we get 1,000 video views, that is good. The comments are a focus group with our inﬂuencers. If they like it, theyll spread it and that helps get us to our objectives." - Jake Brewer, PowerShift

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5. GOVERNMENT USE OF SOCIAL MEDIAOpen government When citizens believe their governments are sharing more information, they are more likely to feel satisﬁed with civic life. Pew Internet & American Life Project, “How the Public Perceives Community Information Systems”

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7. USE YOUR COMMUNITYDon’t do all the heavy lifting! Creative Commons photo on Flickr by Jason Means Tap into the sharing community

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Find your external champions! Find the big kahunas in your sector by using your listening post. Then, inﬂuence the inﬂuencers. Post on their blogs & retweet. Establish a rapport and only then reach out to try to convert them into evangelists & ambassadors for your cause. Scope out Twitter Lists that intersect with your organization or social cause. Useful tools: Klout, SocialMention, Google Analytics.

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Use social love handles! Generate an Attention Wave to socialize your campaign